SHOP TALK: Cross-Channel Sales and Budget for Multichannel Retailers

Q: "Are there any best practices for multichannel retailers 
around how to allocate cross-channel sales and, in conjunction, budget?"
— Steve Cates, vice president of multichannel marketing at Carrot-Top Industries

A: There are many best practices 
for allocating cross-
channel sales. Many popular vendors offer analytical solutions for attributing percentages of orders to the marketing channels that may have been responsible for making it happen.